Abstract
The purpose of this study is to analyze the relationship between variables of market orientation, innovation orientation, and organizational learning orientation to the performance and competitiveness of private universities in Bengkulu province. The population of this study is the leaders of private universities, deans, and heads of study programs from 17 accredited Private Universities with a sample of 127 respondents. This research was conducted using a quantitative approach with survey methods. The design of this study is descriptive and verification research to analyze the causality between the studied variables. Data processing used descriptive analysis techniques and hypothesis testing with the Structural Equation Model (SEM). The results showed that market orientation, innovation orientation, and learning orientation had a significant effect on the performance and competitiveness of private universities. To increase the performance and competitiveness, leaders must be able to create an appropriate market orientation model and focus on service quality by considering the internal conditions of private universities. Policymakers should also make improvements or develop their learning orientation through education and training, and develop themselves in the fields of knowledge and technology. This is done as a material evaluation for development or innovation related to the revitalization of private universities to have the ability to adjust the progress of the age (future proof).
Highlights
University is one of the main pillars of development in developing the quality of human resources
The results of the analysis can be seen in the following figure: Figure 2: Effect of Market Orientation, Innovation Orientation, and Learning Orientation on the Performance and Competitiveness of Private Universities in Bengkulu Province
These results provide an indication that the implementation or creation of a good and conducive market orientation through information gathering, dissemination of institutional information, staff information dissemination, and response to the labor market will make private universities in Bengkulu Province have a good customer perspective, financial perspective, development perspective learning, and an internal reputation development perspective that can be a reflection of marketing performance
Summary
University is one of the main pillars of development in developing the quality of human resources. Private universities in Bengkulu Province face relatively serious challenges, because the quality of conditions and abilities of private universities in Bengkulu Province have not been able to meet the standards set by the National Accreditation Board for Higher Education (BAN-PT) fully For this reason, Universities need to implement strategies that are flexible to the development and changes that occur so that the capability to manage and utilize limited resources is Technium Social Sciences Journal Vol 3, 26-36, February 2020 an absolute prerequisite for survival and achieving superior competitiveneIsSsS.NR: e2s6o6u8r-c7e7-b98ased strategy (a resource-based view of strategy) provides solutionswwfowr .teccohmnpiuamnisecsientoce.accohmieve competitive advantage continuously through a unique set of resources owned by the company (Chuang, 2004)
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